In 2013, IKEA, the furniture store from Sweden, celebrated the 35th anniversary of the opening of its first branch in the Netherlands. The retrospective exhibition in an old factory building in Amsterdam told not only the history of how IKEA founder Ingvar Kamprad had turned a simple catalogue firm into a multinational, but also the success story of IKEA’s impact on the Dutch interior. The impact was primarily contributed to the annual door-to-door delivery of the thick sales catalogue; that explains why all 35 covers of the IKEA catalogue were printed on large banners, providing the visitors with a nostalgic look back. In addition, the curators of the exhibition had asked holders of the IKEA Family card (that is, the IKEA fan club) to take pictures of themselves with their favourite IKEA trophy. Of the many framed pictures of proud owners on their IKEA sofa, at their IKEA table, or in their IKEA bed, several were selected to be printed in a large format, professional portraits with a detailed explanation of what the piece of furniture or lamp meant to them…